Alexandra Eichinger (23) comes from the district of Tulln and is currently completing her master's degree in marketing at IMC Krems. She previously completed a bachelor's degree in tourism and leisure management. She plays the violin and piano, enjoys reading and loves travelling. That is precisely why she deliberately chose a master's degree with a strong focus on tourism. Her favourite destination: London.
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Worth the trip: Alexandra Eichinger came to marketing via tourism
After completing her bachelor's degree, she decided to return to IMC Krems because she was impressed by its international orientation and English-language teaching, which she had not seen at any other university.
Why did you decide to study at IMC Krems? Why did you choose the master's programme in marketing? What are your plans after graduation?
Actually, I hadn't planned to do a master's degree after graduating from high school, as I originally wanted to go into event management. But during my bachelor's degree, I developed a strong interest in marketing, especially through the marketing courses and my Practical Training Semester (PTS) at the Austrian National Tourist Office.
Since the master's degree in marketing is also taught in English and even offers a specialisation in tourism, it was an easy decision for me to stay at IMC.
After my studies, I am still open to where exactly my path will lead me. I could well imagine working in marketing for a tourism company – preferably again at the Austrian National Tourist Office. The most important thing for me is to find a job that fulfils me and that I enjoy getting up for every day.
What have been the highlights of your studies so far, and what are you particularly looking forward to?
One major highlight was the many practical projects with real companies. It's a different experience to develop campaigns for real clients instead of just working on theoretical concepts or fictional scenarios. For me, these projects are a great change from theoretical learning. Building on this, I'm particularly looking forward to the Capstone Project in the coming semester, as it once again focuses on practical relevance.
Looking back on my bachelor's degree, the absolute highlight was my internship in Brussels at the Austrian National Tourist Office. Our team there was very small, so I was quickly given a lot of responsibility, which I really enjoyed.
Brussels was also a great experience, not only professionally but also personally. Its central location allowed me to visit many cities within Belgium and beyond, such as Amsterdam, Paris and Cologne.
Which aspects of the programme do you find most helpful for your future career?
I think all aspects are valuable, but the practical elements are particularly useful. The IMC offers many projects with real companies, which give you direct insight into the world of work. We also benefit greatly from the input of experienced industry experts who share their practical knowledge with us. Another plus point is the use of current tools that are in high demand in professional life, such as Google Ads. This mixture of theory and practice prepares us optimally for our career start.
Your degree programme is taught in English, which speaks volumes for the internationality of the IMC Krems – how do you feel about that?
Since my bachelor's degree was also in English, I feel very comfortable with it. It was a bit of a challenge at first, but you get used to it quickly.
My tip for anyone who has concerns:
You have to learn the content anyway – whether in German or English. Over time, you don't even think about the fact that you're studying in a different language. What's more, most of my fellow students and lecturers aren't native speakers, which takes away the pressure to speak perfectly. Mistakes are simply part of the process and are completely fine.
What is special about IMC Krems?
For me, what is special about IMC is its strong international orientation, practical teaching content and personal support. You don't feel like a number here, but are encouraged and supported individually.
Why is studying worthwhile, apart from acquiring knowledge?
Studying not only expands your professional knowledge, but also promotes personal development. You grow through challenges, become more independent and build a valuable network. In my opinion, the contacts you make with fellow students, professors and companies are very important for your long-term professional future.
What advice can you give to those interested in studying at IMC Krems?
My most important tip is to remain open and curious. Take advantage of the many opportunities offered to you – whether it's a semester abroad, internships or exciting project work. And don't be afraid of studying in English – you'll get used to it very quickly and soon realise how much you're learning.
We wish Alexandra Eichinger continued success.